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Social Marketing ROAD MapA Practical Method for Mapping
Your Social Marketing Strategy
Harvard University | April 29, 2010
A Practical Method for Mapping Your Social Marketing Strategy
Introduction: The State of Social Media Marketing
Two-dimensional Approach to Social Marketing Success
Exercise: Where You Are on the ROAD to Social Marketing Maturity
Mapping Your Social Marketing Strategy – ROAD Map Method
Case Study: Integrating Website, Search and Social Media Tactics
Constructing Your Social Marketing Architecture
Sergio BalegnoResearch Director, MarketingSherpaLead Author, 2010 Social Media Marketing Benchmark Report@SergioBalegno
Introduction: The State of Social Media Marketing
Social Media has Created a New World of Opportunities. Marketers are Exploring the New Terrain Without a Compass.
Captivated by hype and ease of implementing social sites
Ignoring proven practices, launching without a plan/purpose
Thinking tactically rather than strategically about objectives
Momentous change in the use of social media for marketing purposes
Social marketing is maturing – proven methodologies are emerging
Two-Dimensional Approach to Mapping an Effective Social Marketing Strategy
Exercise: Where You Are on The ROAD to Social Marketing Maturity
How Far Has Your Organization Traveled Down the ROAD to Social Marketing Maturity?
Social Marketing Maturity is in Transition
Where Organizations are in the Social Marketing Maturity Lifecycle
33% no process, platform-centric
40% informal process, randomly performed
23% formal process, routinely performed
Expect majority of organizations to be in transition phase this year
On the ROAD to Social Marketing Maturity
Trial phase launch Devices (social platforms) without a plan or purpose
Strategic phase focus shifts to Research, Objectives and Actions
The more mature an organization’s social marketing, the more effective it is
Mapping Your Social Marketing Strategy – ROAD Map
ROAD Map – ResearchWhat do we Need to Know?
Gather intelligence on audiences, social use and competition
Monitor dialog, social behavior and platform preferences
Profile target audiences by social characteristics – silent majority / vocal minority / social authority
Assess existing resources to determine needsqualitative social metrics
Monitoring the Impact of Social Marketing
What are you monitoring and measuring to quantify social media impact?
Most monitor easily quantifiable metrics
50% track qualitative metrics like “sentiment”
What to Monitor During Research (Competitive Analysis)
Monitoring Tools and Solutions
What type of tools or solutions is your organization using to monitor and measure social media initiatives?
“Free tools” now loaded with features but…
Enterprise level initiative requires comprehensive or custom solutions
Target Audiences by Social Influence
Silent Majority
Joins but rarely participates
Reads/watches/listens to UGC
Low level social influence
Vocal Minority
Joins and actively participates
Shares UGC and commentary
Medium social influence
Social Authority
Builds/moderates communities
Creates and aggregates UGC
High social influence
Profiling Target Audiences
ROAD Map – ObjectivesWhere Are we Going?
Define objectives aligned with target audiences and metrics
Target high-influence audience segments
Align objectives with the audience segments
Try to align objectives with metrics traceable to ROI, to win-over skeptics who control budgets
Targeting Objectives and Measuring Objectives
Does your organization target social media marketing objectives and measure progress?
Web site is the hub of the marketing strategy – so traffic most targeted and measured objective
Missed opportunity is targeting cost reductions
Aligning Objectives with Target Audiences and Metrics
ROAD Map – ActionsHow do we Get There From Here?
Create a social marketing strategy with a tactical plan of action
Roles, policies, procedures
Campaign tactics, resources and timetables
Social marketing architecture to connect audiences with content, landing pages, conversion points
Effectiveness Concedes to “Fast and Easy”
Effectiveness, Effort Required and Usage of Tactics Summarized
Blogger relations is most effective but requires most effort – low usage
Social networks half as effective but a quarter the effort required –high level of usage
Getting Into the Mix With Social Media Integration
Does your organization integrate social media with other marketing tactics?
83% integrating with other online tactics
Social stands alone in 16% of social marketing programs
The Payoff of Integration – Effectiveness!
How effective is social media integration with other tactics you use?
Integration with online easier than with offline
Online integration also enables tracking from initial engagement to conversion
Case Study: Integrating Website, Search and Social Media Tactics
MarketingSherpa Case Study: Integrating Website, Search and Social Media Tactics
Caturano and Company
One of New England’s largest accounting and IT consulting firms
Marketing objective to increase client base during recessionary economy
Situation Analysis
Traditional outbound marketing methods more expensive / less effective
Growing number of prospective clients are using the web, search and social media to find and assess firms
Challenge to transition from traditional marketing to integrated inbound marketing strategy
Campaign Tactic – Website Marketing
Website redesigned as the content hub and conversion point
Recruited partners as subject matter experts and thought-leaders to create relevant content
Added lead conversion capabilities by requiring registration for content
Campaign Tactic – Search Marketing
Optimized website for keywords in copy, titles, metatags and other SEO elements.
Created a partner program to build links
Posted thought-leader articles on blogs creating search engine desirable content, links and listings
Campaign Tactic – Social Marketing
Joined and actively participated in LinkedIn discussion groups on topics of client interest
Facebook brand page to build community of “fans” (clients and prospects)
LinkedIn discussions and Facebook postings channel members and fans to website content and conversion points
Results
68% increase in unique website visitors
First page SERPs for 25 targeted keywords
10-15 new leadsconverted per month
Significant % website traffic from social sites
ROAD Map – DevicesWhich Tools do we Need?
Select platforms that fit tactical plan and social architecture
Platform agnostic to this point - so strategy will outlive technology
Construct architecture to connect audiences with content, landing pages and conversion points
Roll out sequentially
Deploying Social Media Platforms
Which platforms does your organization use for social marketing?
Last step – ID, assess and select the platforms
Focus on tactical fit and effectiveness rather than on “fast and easy”
Exercise: Defining Your Social Marketing Architecture
No Objectives. No Architecture. No Results.AKA – Random Acts of Social Marketing
Constructing a Social Marketing Architecture (Cisco Collaboration)
Target audience is prospects and customers for collaboration solutions
Platforms selected based on social objectives for the audience and their behaviors
Every platform selected must have a clear and manageable purpose
Collaboration Website
Hub of the collaboration marketing strategy
Occasionally updated content with marketing information on solutions / products / services
Primary point of conversion
Collaboration Blog
Hub of social marketing strategy for collaboration
Frequently updated and shareable content and commentary relevant to collaboration
Search engine optimization factors increase SERPs
Collaboration Community
Users “join conversations and share best practices in collaboration.”
Technically-oriented discussions, tools, opinions and member-only events
Adds value through customer service and product development
Collaboration Twitter
Share 140 character tweets with “followers” for quick engagement
Searchable by brand (#cisco) or solution (#collaboration) hashtags
Adds value to relationship by connecting customers and prospects to relevant content
Collaboration Facebook
Building a community of “fans” for Cisco Collaboration
Fans engaged by sharing commentary and opinions to posts
Posts drive traffic to content on other Cisco social platforms and website
Collaboration YouTube
Videos are “most engaging” and entertaining media
YouTube is searchable video content sharing site
Links and drives traffic to and from other social platforms and website
Cisco Flickr
Photos are “most used” type of online multi-media
Flickr is searchable photo content sharing site
Links and drives traffic to and from other social platforms and website
Collaboration RSS Feed
RSS a tool to “broadcast” content to subscribers
Links and drives traffic to source of feed and other social sites and website
Example of strategy outliving technology –being replaced by Twitter and other social site notifications
Social Marketing Architecture for Cisco Collaboration Solution
Hub sites (website and blog) for original content and linking users to feeder sites for engagement
Feeder sites building relationships and driving traffic to back hub sites for conversion
Clear objectives and channels for achieving them
But I Don’t Have Content to do All This!
Big Challenge: Finding the time and resources to produce relevant content
Geeknick Blog repurposes existing content from the Cisco blog
Exchange of value: Geeknick gets content, Cisco gets traffic
Content Sourcing / Repurposing
Constructing Your Social Marketing Architecture
Every platform must have a purpose
What are your content and conversion hub sites?
What are your feeder and engagement social sites?
Take-Aways
Social media has created a new world of opportunities for marketers but many are exploring this new terrain without a compass.
The level of social marketing maturity determines how effective an organization’s social marketing programs will be.
You need a practical, step-by-step method for mapping an effective social marketing strategy.
Thank youSergio Balegno, Research Director, MarketingSherpa@SergioBalegno
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